For Johnson & Johnson, a healthy marketing strategy relies on finding the right balance between relevance and entertainment.
On the one hand, reports Alison Lewis – the New Brunswick, New Jersey-based company's Global CMO – the explosion of digital channels effectively has opened the door for brands to become entertainment stars in their own right.
"The barriers to entry have been totally eradicated, and there's entertainment coming from everywhere," Lewis told delegates at the 2017 Cannes International Festival of Creativity. "Even brands like [ours] can produce entertainment and be entertainers.
"It might be...